REAL Insight

As Seen in the Wild We humans are highly influenced by our environment consciously and in non-conscious ways. This is especially true in the store environment. After thousands upon thousands of hours doing consumer research in stores, REAL Insight understands the immense value of collecting data that accounts for the chaos and variance you can only capture in real life. …...

ASITW: 3 Stealthy Forces Affecting Your Brand - REAL Insight, Inc As Seen in the Wild We humans are highly influenced by our environment consciously and in non-conscious ways. This is especially true in the store environment. After thousands upon thousands of hours doing consumer research in stores, REAL Insight understands the immense value of collecting data tha...

As Seen in the Wild Series After diving into breakthrough barriers in the store environment in part 1, we are going to zoom in on potential package pitfalls that are easy-to-miss. With thousands of packages vying for a shopper's attention throughout a trip, the little details that you can only see in-store, make or break how your design competes with all the others....

ASITW: 3 Potential Package Pitfalls - REAL Insight, Inc Learn about these 3 potential package pitfalls that your brand needs to get right and how to overcome them!

As our team spends countless days in stores, we are confronted with the reality that it is incredibly difficult to succeed in-aisle. Not only is it difficult to develop products that meet real needs and win against competition, but there are also many other factors that add friction to the ultimate goal of being seen, understood, and wanted at the…...

As Seen in the Wild: 4 Surprising Breakthrough Barriers - REAL Insight, Inc Watch out for these 4 surprising breakthrough barriers when designing the packaging for your next innovation or redesign.

One of the biggest myths about qualitative data is that it isn't actionable. That it needs to be used in conjunction with quant to uncover the real story. But just like quant, its ability to be actionable is completely linked with its level of data quality. In the case of qualitative research, QUALITY comes from expertise, methodology, and proper rigor. ...

What Does Data Quality Mean in Qualitative Research? - REAL Insight, Inc One of the biggest myths about qualitative data is that it isn’t actionable. That it needs to be used in conjunction with quant to uncover the real story. But just like quant, its ability to be actionable is completely linked with its level of data quality. In the case of qualitative research, QUA...

Working on redesigns is one of our specialties at REAL Insight. Our in-context solutions and shopper expertise allow our clients to navigate the risks and create optimal packaging. The biggest risk to a redesign is subconscious alienation. This happens after a redesign when a shopper enters a category they shop in every week, scans the shelf for their brand, and fails to notice it at the speed of shopping....

3 Tips to Avoid Subconscious Alienation - REAL Insight, Inc Working on redesigns is one of our specialties at REAL Insight. Our in-context solutions and shopper expertise allow our clients to navigate the risks and create optimal packaging. The biggest risk to a redesign is subconscious alienation. This happens after a redesign when a shopper enters a catego...

What if there was a way to collect behavioral data at the speed of shopping? Renown psychologist Daniel Kahneman identified that our brain is split into System 1 (S1) and System 2 (S2) thinking. We spend 95% of the time using System 1 which consists of our automatic, intuitive, instinctive, and impulsive thinking. Reacting to a ball being thrown at you: diving to avoid it, trying to catch it, or just swatting it away from your head are all System 1 responses to that situation....

Decisions at the Speed of Shopping - REAL Insight, Inc What if there was a way to collect behavioral data at the speed of shopping? Renown psychologist Daniel Kahneman identified that our brain is split into System 1 (S1) and System 2 (S2) thinking. We spend 95% of the time using System 1 which consists of our automatic, intuitive, instinctive, and impu...

People only read about 10 words on a shopping trip. Why is this? Words are the last thing we use to locate and evaluate products. We shop using shape, color, and key visuals first because these can be processed by our unconscious mind. Words have the least influence in shopping because they are the only element that require us to consciously process them....

Navigational Hierarchy - Packages are seen, not read - REAL Insight, Inc People only read about 10 words on a shopping trip. Why is this? Words are the last thing we use to locate and evaluate products. We shop using shape, color, and key visuals first because these can be processed by our unconscious mind. Words have the least influence in shopping because they are the....

The first entries in this series focus on Shape and Color as the first two elements of the Navigational Hierarchy. This third installment highlights the next element, Key Visuals, and how shoppers utilize them at-shelf. A Key Visual is a focal point of a package design that is intended to drive interest, understanding, and at times, suggest usage occasion. These include dominant brand markers and product imagery that communicate what the product is and why it should be wanted without the use of words....

Navigational Hierarchy - Unlocking Key Visuals - REAL Insight, Inc The first entries in this series focus on Shape and Color as the first two elements of the Navigational Hierarchy. This third installment highlights the next element, Key Visuals, and how shoppers utilize them at-shelf.   A Key Visual is a focal point of a package design that is intended to drive ...

Our first entry on the Navigational Hierarchy talked about Shape and how shoppers use it to identify categories and individual brands. Following Shape, Color is a powerful element that can cue brands or a category. Capable of triggering persuasive subconscious reactions in shoppers, it is the most emotive of the visual cues. Color can even set expectations for taste, quality, or main benefits....

Navigational Hierarchy - The Power of Color - REAL Insight, Inc Packaging color is a powerful element that can cue brands or a category as well as establish expectations for the benefits of a product.

Store environments are overwhelmingly stimulating for the human brain. In order to manage the thousands of products available for purchase, the brain employs what we call the Navigational Hierarchy—a filtering sequence to narrow the search for the sought-after product. Our brain unconsciously cycles through the elements that distinguish products from each other, beginning broadly with package shape and then homing in on color, followed by key visuals, and finally, words. ...

Navigational Hierarchy - Get into Shape - REAL Insight, Inc Store environments are overwhelmingly stimulating for the human brain. In order to manage the thousands of products available for purchase, the brain employs what we call the Navigational Hierarchy—a filtering sequence to narrow the search for the sought-after product. Our brain unconsciously cycl...

The challenge of creating sustainable products and packaging is nuanced and requires an understanding of how people shop and consume your products. First, the product needs to succeed at-shelf and be purchased, then it needs to be recycled, reused, composted, or disposed of properly. The risk of friction or deselection when renovating to a greener offering can be a large barrier for brands and can make the process feel like a burden....

Shopping Sustainably in CPG: Implications for Brands - REAL Insight, Inc The challenge of creating sustainable products and packaging is nuanced and requires an understanding of how people shop and consume your products. First, the product needs to succeed at-shelf and be purchased, then it needs to be recycled, reused, composted, or disposed of properly. The risk of fri...